UK-based Engage Research says that the increasing effort by pet owners to spoil their furry friends at Christmas time gives brands and retailers the opportunity to unlock new product possibilities both inside and outside of the pet category.

Some of the initiatives launched this year include Tesco’s decision to increase its Christmas gifts for pets range from twelve items last year to 50 this year. In addition, together with Aldi, Ocado and Amazon, Tesco among the retailers stocking Pawsecco, a still ‘wine’ for dogs and cats.

Other products now available include a dog ‘beer’ called Bottom Sniffer, a meat-flavoured ‘beer’ called Snuffle and a catnip ‘wine’ called Pinot Meow.